Marketers Use Hometown Sports Voices To Reach Engaged Audiences.

Sports radio has long been a fixture for fans across the U.S., and Audacy says trusted local hosts can offer advertisers a powerful way to connect with audiences.

In cities such as Philadelphia, Buffalo and Kansas City, sports radio is often part of fans’ daily lives. In Philadelphia, for instance, “Eagles Day” events are common in schools, tailgate parties begin early, and fans often turn to local stations like Audacy’s “Sportsradio 94” WIP-FM to hear from hosts like Spike Eskin and Merrill Reese.

That loyalty extends beyond the game. Audacy, which owns several major sports stations nationwide, says fans’ trust in their favorite hosts can directly influence how they perceive brands.

“When a sports host recommends a brand, it doesn’t sound like a pitch,” Audacy says in an Insights article. “It sounds like advice from a friend. Because creators only endorse brands that genuinely fit their world, and fans trust them to get it right.”

According to Audacy, 44% of listeners say they feel a stronger connection to a brand when it’s endorsed by their favorite audio personality.

Stations such as WFAN-AM/FM in New York, “670 The Score” WSCR in Chicago and WEEI in Boston foster communities that blur the line between audience and team, the Audacy says. Fans call in, challenge hosts and sometimes even inspire players.

Audacy says 86% of sports talk listeners say the programs make them feel more connected to their team. Those listeners are three times more likely to visit a brand’s website, four times more likely to make a purchase and six times more likely to download a brand’s app.

Former New York Giants running back and WFAN host Tiki Barber said authenticity drives those connections. “I’m going to be authentic,” Barber said. “For instance, I’m wearing a [partner brand] Collars & Co shirt right now. This collar doesn’t quit — and I love the brand because it fills a need for someone like me. This is something that makes me feel and look good. And so authentically, I wear it. And I love their clothes.”

As social media, podcasts and digital call-in shows extend sports conversations beyond game time, Audacy says the opportunity for marketers lies in aligning with the genuine voices fans already trust.

“The best sports marketing doesn’t sound like marketing at all,” the company said. “It sounds like the fans — passionate, loyal and loud.”